Web Design proves increasingly important to retain visitors

June 25, 2009

An online research conducted by an independent internet marketing agency reveals that the demand for good web design is increasing. Web Design has always been an important consideration for success of a website. Over the years Web design industry has evolved and has been influenced by the changing trends. The quality of web design has always been important factor for retaining visitors on the website.

According to the online study, one in four users indicated poor quality of design (visual appeal of the website) to be the leading cause for leaving a website. In most cases visitors may not visit the site again. A similar study was also conducted two years ago in 2007. The result of the 2009 poll provides an interesting comparison between the changing trends in user behaviour. The study shows an almost 3 times increase in the number of users who believe visual appeal of the website (Quality of design) is the leading cause for navigating away from a website. Two years ago only 6 % of participants regarded poor web design to be the main reason for leaving a website. Whereas in 2009, 24.2% of the participants regard poor web design or visual appeal to be the most important reason for navigating away from a website.

Internet usage has evolved significantly in recent years. User expectations have also increased with advancements in technology. Internet users today expect rich graphics and visually appealing design. In order for a website to be attractive to users, it not only needs to be visually appealing but should also include a well designed structure and navigation. A well balanced and professionally designed website should make it possible for visitors to achieve more, with less time and effort.

The online study was conducted to establish what users find attractive on a website and what factors drive them away. Over 300 internet users participated in the study and shared their views on these factors. The result offers an insight into how a website can be improved to make it attractive for visitors and in-turn promote visitor loyalty.

The 2009 survey produced the following results:

50.9% indicated “slow load times”
24.8% noted “weak web copy”
24.2% specified “poor visual presentation”

The 2007 survey on the other hand revealed that a majority of the users (over 50%) found slow loading time of websites to be the leading reason for driving customers away from websites. Of the remaining, 42% found poor quality of content of website to be the leading factor.

As evident from the 2009 survey, there is a shift in user concerns when visiting a website. While slow load time is still the leading cause to drive visitors away from a website, the impact of poor design or visual presentation has increased. 24.2% users specified poor visual presentation to be the leading factor for driving visitors away. This has risen from 6.6% two years ago.

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